Academic and professional publisher SAGE, US, has adopted DataSalon's MasterVision product to provide customer insight for its targeted, data-driven prospecting, cross-selling and renewal activities. The system is said to bring together a wide variety of data for individual library, institutional and consortia customers, including their subscriptions, author submissions, article usage and 'turnaways' data.
SAGE has also licensed Ringgold's Identify database, which has been integrated into MasterVision. The Ringgold database brings further reference information for existing institutional subscribers, and lists of potential new prospects classified by location, size and subject interests. The end result is seen to provide SAGE staff with a comprehensive single view of each customer and prospect, presented with user-friendly forms-based tools for segmentation and analysis.
With this new customer insight tool, SAGE was able to identify strong new prospects by demonstrating unmet demand for SAGE content, according to the publisher. Prospect lists generated from MasterVision enabled it to secure a significant return on the project within a matter of months. Helping libraries to make informed and evidence-based purchasing decisions is also enabling much more effective communication with customers, it is observed.
